Every lead gets a 0–100 opportunity score. Here is exactly how it is calculated and how to use it to prioritize outreach.
What the score represents #
The opportunity score is a single 0–100 number that summarizes how good of a prospect a lead is overall. It rolls together fleet size, distance from your clinic, contact info quality, safety rating, MCS-150 freshness, and several other factors into one comparable value.
The score is not a guarantee that a carrier will close — it is a heuristic to help you sort thousands of leads quickly. A 90 is much more likely to convert than a 30, but plenty of 50s become great clients with the right pitch.
Score vs. badges
Badges flag specific signals (Hot, HAZMAT, At Risk). The score is the overall summary. A lead can have a high score without any badges, or several badges with a moderate score.
Score tiers at a glance #
| Score | Tier | What It Means |
|---|---|---|
| 85+ | Top Tier | Multiple positive factors stacked. Active, sizable fleet, close by, with full contact info. Call these first. |
| 70–84 | High Quality (earns the badge) | Strong all-around prospect. Worth a personalized first attempt within the first week. |
| 40–69 | Mid Tier | Solid carrier but missing one or two factors (smaller fleet, farther distance, partial contact info). Good for batched outreach like email blasts. |
| 0–39 | Lower Priority | Inactive carriers, owner-operators with one driver, or carriers far from your clinic with no contact info. Worth keeping for context, but not where you start. |
The scoring factors #
Here is exactly how points are added (and subtracted) to build the final score:
Fleet size
| Condition | Points | Why |
|---|---|---|
| 20+ drivers | +25 | Large fleet means high recurring exam volume. |
| 10–19 drivers | +18 | Mid-size fleet with steady demand. |
| 3–9 drivers | +10 | Small fleet but still meaningful exam volume. |
| 1–2 drivers | +3 | Owner-operator scale. |
Operating authority status
| Condition | Points | Why |
|---|---|---|
| Active (Status A) | +10 | Currently operating — their drivers need physicals. |
| Not active | −10 | Inactive carriers do not generate exam demand. |
Safety rating
| Condition | Points | Why |
|---|---|---|
| Satisfactory (S) | +5 | Stable carrier, lower risk of churn. |
| Conditional or Unsatisfactory | +8 | Compliance angle creates an opening for outreach. |
Compliance freshness
| Condition | Points | Why |
|---|---|---|
| MCS-150 stale (over 24 months) | +5 | Carrier may need help getting compliant. |
| New Entrant (under 18 months) | +10 | Still choosing vendors; high conversion potential. |
Contact information
| Condition | Points | Why |
|---|---|---|
| Phone on file | +5 | Direct outreach is possible. |
| Email on file | +5 | Multi-channel outreach possible. |
Fleet composition
| Condition | Points | Why |
|---|---|---|
| Utilization ratio above 1.2 | +5 | More drivers per truck means more exams. |
| HAZMAT carrier | +5 | Additional endorsement physicals required. |
Distance from your clinic
| Condition | Points | Why |
|---|---|---|
| Within 15 miles | +10 | Convenient for the carrier means recurring visits. |
| Within 30 miles | +5 | Still realistic for regular exam visits. |
The final score is capped at 0 and 100
If the math adds up to more than 100, it is capped at 100. If it goes negative, it is floored at 0. So even a perfect-on-paper carrier maxes at 100.
Opportunity signals #
Alongside the numeric score, each lead has a list of opportunity signals — short labels that explain why the score is what it is.
Positive Signals
"Large fleet", "Close proximity", "New authority", "HAZMAT carrier" — all the reasons the score is high.
Neutral Signals
"Small fleet" or other context-only flags that do not strongly push the score one way.
Negative Signals
"Not active", "No contact info" — flags that explain why the score is lower than it could be.
Click into any lead's detail panel to see the full list of signals that contributed to its score.
How to use the score #
Sort by Quality Score (descending)
The simplest workflow: open a list, sort by quality score from high to low, and start at the top. The first 20 leads in your list will almost always be the right place to spend your first outreach session.
Combine with distance
If you do drop-in visits, sort by quality but filter by "Within 15 miles". You get the highest-fit leads that are realistic to visit.
Use it to triage new leads
When you get a daily notification of new carriers in your area, glance at their scores. A new entrant with a 75+ score is worth dropping everything to call.
Review lower-scored leads in batches
Mid-tier leads (40–69) are great for email campaigns. Top-tier leads (70+) are worth personalized phone calls. Lower-tier leads can usually wait or get a postcard.
When scores update #
Scores are recalculated whenever the underlying data changes:
- Daily FMCSA syncs — if a carrier adds drivers or updates their authority, their score reflects it the next day.
- When you move — updating your clinic address recalculates distance scoring on every lead in your account.
- When safety ratings change — FMCSA updates flow through automatically.
Watch score trends over time
On Engage, the lead detail panel shows score trends. A carrier whose score has been climbing (added drivers, became active) is a great signal — growing carriers buy more services.
